ZenithOptimedia retains $81m Reckitt Benckiser

Screen Shot 2013-12-18 at 9.57.45 AMMedia agency ZenithOptimedia has held on to one of the largest FMCG brands in Australia retaining the Reckitt Benckiser account, following a recent competitive pitch, Mumbrella can reveal.

Reckitt Benckiser is one of Australia largest advertisers with brands such as Nurofen, Harpic, Durex, Mortein and Aeroguard among their products.

The account, valued by Nielsen at $81m last year, is an important win for ZenithOptimedia which last year lost both the NAB and portions of the News Corp Australia account.

“Reckitts is the fourth largest advertiser in Australia and so a really important client for us given the number of brands they have and the success they have had as a business over the last few years,” Ian Perrin, CEO of ZenithOptimedia, told Mumbrella.

“This is probably the largest pitch in the last couple of years and is a fairly significant win for us as an agency,” he said.

ZenithOptimedia has held Reckitt Benckiser for the last three years and has been given a further three year contract. Other media agencies involved in the pitch were Initiative, Carat and Havas Media.

“We are proud of our work and it was a major contributing factor in why we retained the business, everything from Fundawear for Durex to Mozzie Index for Aeroguard,” said Perrin.

“We have managed to evolve their business into doing some really open and interesting forms of communication,” he said.

Havas Worldwide Australia is the creative agency for Reckitt Benckiser and was not impacted by the media review.

ZenithOptimedia’s other wins this year have been the classified portion of the NSW Government account, Northern Territory Tourism and Parmalat.

Nic Christensen 


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